'The proliferation of Lactol and similar foods contributed to a more generalreconceptualization of dog feeding as a scientific endeavor. Ads for Spratt’s Malt Milk, Vigor, and MartinMilk all emphasized their chemical nutritional credentials... Such rhetoric spilled over into the dog advice literature of the period... Medicus, having only rarely touched upon the nutritional requirements of dogs prior to the First World War, regularly returned to the topic during the 1920s and 1930s, acting as an arbiter on the relative nutritional virtues of commercial products and cheerleading the adaptation of fashionable foods such as orange juice and whole wheat to canine requirements. [note: 'For example, Medicus, “Notes for Novices: “Whole Wheatmeal Feeding,” Our Dogs, no. 89 (18 November 1932): 528; Medicus, “Notes for Novices: The Latest about Vitamins,” Our Dogs, no. 93 (1 December 1933): 653; Medicus, “Notes for Novices: Yeast for Dogs,” Our Dogs, no. 112 (12 August 1938): 507. On the health benefits accorded wholemeal bread at this time, see Ina Zweiniger-Bargielowska, “‘Not a Complete Food for Man’: The Controversy about White versus Wholemeal Bread in Interwar Britain,” in Setting Nutritional Standards: Theory Policies Practices, ed. Elizabeth Neswald, David F. Smith, and Ulrike Thoms (Rochester, NY, 2017), 142–64.']' (297)